Dynamically and predictively updating mobile devices as mobile users pass through projected locations

ABSTRACT

This description provides tools and techniques for dynamically and predictively updating mobile devices as mobile users pass through projected locations. These tools may provide methods that include defining thresholds applicable to at least portions of travel itineraries on which mobile users are traveling. The methods may also identify advertisements to send to mobile devices associated with the mobile users, upon meeting the threshold. The methods may also send the selected advertisements, as associated with corresponding advertisers, to the mobile devices.

BACKGROUND

Mobile communications devices are continually gaining increasedcapabilities, particularly capabilities for accessing the Internet overglobal communications networks. With these increased capabilities,mobile users operating these mobile devices may access an increasingarray of content, websites, and other information over the Internet.Typically, these mobile devices are relatively compact and portable, ascompared to notebooks or laptop computers.

While these mobile users may access the Internet via browser software onthe mobile device, the compact dimensions of the mobile device mayresult in smaller or more limited browser displays. The widespreadproliferation of these mobile communications devices provides merchantswith increased opportunities to advertise to these mobile users viathese mobile devices. In addition, locating merchants by navigatingthrough the browser may involve multiple steps performed through thelimited browser display. Some mobile users may not be familiar withoperating the browsers on their mobile devices, and may not becomfortable navigating the Internet on their mobile devices to locatemerchants.

SUMMARY

It should be appreciated that this Summary is provided to introduce aselection of concepts in a simplified form that are further describedbelow in the Detailed Description. This Summary is not intended toidentify key features or essential features of the claimed subjectmatter, nor is it intended to be used to limit the scope of the claimedsubject matter.

This description provides tools and techniques for dynamically andpredictively updating mobile devices as mobile users pass throughprojected locations. These tools may provide methods that includedefining thresholds applicable to at least portions of travelitineraries on which mobile users are traveling. The methods may alsoidentify advertisements to send to mobile devices associated with themobile users, upon meeting the threshold. The methods may also send theselected advertisements, as associated with corresponding advertisers,to the mobile devices.

Other apparatus, systems, methods, and/or computer program productsaccording to embodiments will be or become apparent to one with skill inthe art upon reviewing the following drawings and Detailed Description.It is intended that all such additional apparatus, systems, methods,and/or computer program products be included within this description, bewithin the scope of the claimed subject matter, and be protected by theaccompanying claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram illustrating systems or operating environmentsfor dynamically and predictively updating mobile devices as mobile userspass through projected physical locations, according to exemplaryembodiments.

FIG. 2 is a block structure diagram illustrating components and dataflows by which an advertising server may facilitate bidding processesamong advertisers, according to exemplary embodiments.

FIG. 3 is a flow diagram illustrating processes by which the advertisingserver may facilitate bidding among advertisers, according to exemplaryembodiments.

FIG. 4 is a combined block and flow diagram illustrating components andrelated process flows occurring on mobile devices in connection withmanaging advertising services for mobile devices and users, according toexemplary embodiments.

FIG. 5 is a block diagram illustrating data structures relating to acontact list contained within a mobile device, and also illustrating howenhanced contacts within this data structure may update dynamically whenmobile devices change geographic locations, according to exemplaryembodiments.

FIG. 6 is a flow diagram illustrating processes for dynamically updatingthe enhanced contacts within the contact list, as the mobile devicechanges geographic locations, according to exemplary embodiments.

FIG. 7 is a flow diagram illustrating processes for exchanginginformation supplemental to communications between a given mobile userand an advertiser, according to exemplary embodiments.

FIG. 8 is a flow diagram illustrating processes for requesting,collecting, and distributing survey or feedback information from mobileusers and mobile devices, according to exemplary embodiments.

FIG. 9 is a flow diagram illustrating processes for receivingpreferences specified by mobile users, and for filtering processes thatmay utilize such preferences, according to exemplary embodiments.

FIG. 10 is a block diagram illustrating components and data flows, fordynamically updating mobile devices as mobile users pass throughprojected locations.

FIG. 11 is a flow diagram illustrating processes for dynamicallyupdating mobile devices as mobile users pass through projectedlocations.

FIG. 12 is a combined block and flow diagram relating to ascertaining atravel itinerary as shown in FIG. 11.

FIG. 13 is a combined block and flow diagram relating to searching foradvertisers associated with various locations along a given travelitinerary.

FIG. 14 is a flow diagram illustrating processes for sending dynamicupdates to the mobile devices.

FIG. 15 is a flow diagram illustrating additional processes for sendingdynamic updates to the mobile devices.

DETAILED DESCRIPTION

The following detailed description is directed to methods, systems, andcomputer-readable media for managing advertising services for mobiledevices and users. While the subject matter described herein ispresented in the general context of program modules that execute inconjunction with the execution of an operating system and applicationprograms on a computer system, those skilled in the art will recognizethat other implementations may be performed in combination with othertypes of program modules.

Generally, program modules include routines, programs, components, datastructures, and other types of structures that perform particular tasksor implement particular abstract data types. Moreover, those skilled inthe art will appreciate that the subject matter described herein may bepracticed with other computer system configurations, including hand-helddevices, multiprocessor systems, microprocessor-based or programmableconsumer electronics, minicomputers, mainframe computers, and the like.

FIG. 1 illustrates systems or operating environments, denoted generallyat 100, for managing advertising services for mobile devices and users.These systems 100 may include advertising servers 102, which may provideand manage advertising services for mobile devices and users within agiven geographic region 104. The geographic region 104 may representgeographies having arbitrary sizes and shapes, chosen as appropriate fordifferent implementations. For example, the geographic region 104 mayrepresent a given state, province, county, city, or the like, whether ornot these regions are organized into political entities.

The geographic region 104 may be sub-divided into any number of areas,with FIG. 1 providing examples of areas at 106 a, 106 b, and 106 n(collectively, areas 106). These areas 106 may take any arbitrary sizeand shape, and may or may not be uniform or consistent with one another.Turning to the area 106 n as an example, the advertising server 102 mayenable any number of advertisers or prospective advertisers 108 a, 108b, 108 c, and 108 m (collectively, advertisers 108) to bid for and winthe right to present advertisements to any mobile users 110 andcorresponding mobile devices 112 entering the area 106 n. Theseadvertisers 108 may include merchants dealing commercially in particulargoods and/or services (collectively, “items”). However, the advertisers108 may also include non-profit entities, governmental agencies, weatheragencies, or the like. In some scenarios, the advertising servicesdescribed herein may include providing advertisements, promotions, andother similar commercially-oriented materials. However, in otherscenarios, the advertising services or materials may include providingpublic service announcements (PSAs), alerts, messages, and the like, onbehalf of commercial or non-commercial entities.

For example, the advertiser 108 a may win the right to presentadvertising materials 114 a to the mobile user 110 via the mobile device112. Similarly, the advertisers 108 b, 108 c, and 108 m may win theright to present respective advertising materials 114 b, 114 c, and 114m. This description may refer to the advertising materials 114 a-114 mcollectively at 114.

As detailed further below, the advertising server 102 may facilitate abidding process, by which the various advertisers 108 may compete forand win the rights to present the advertising materials 114 to variousmobile users 110 and mobile devices 112, which may enter different areas106 within the geographic region 104. FIG. 1 illustrates a scenario inwhich the advertisers 108 a, 108 b, and 108 c have won the right topresent their advertising materials 114 to mobile users entering thearea 106 n. As another example, the advertiser 108 m has won the rightto present its advertising materials 114 m to any mobile users 110 andmobile devices 112 entering the area 106 b.

Turning to the bidding process facilitated by the advertising server 102in more detail, the various advertisers 108 may submit respective bids,with FIG. 1 providing an example bid 116 as submitted by the advertiser108 a. This bid 116 may contain an area field 118, which references aparticular geographic area (e.g., 106 n). In some cases, the bid 116 mayreference the entire geographic region 104. This bid 116 may alsocontain a keyword field 120, which may reference a particular keyword onwhich the advertiser 108 a is bidding. For example, these keywords mayrelate to particular goods and/or services (collectively, “items”) madeavailable by the advertiser 108 a. More specifically, if the advertiser108 a is a pizzeria, the keyword field 120 may include the text “pizza”.

The mobile user 110 and the mobile device 112 may enter the area 106 n,as represented generally at 122. Afterwards, the mobile user 110 mayprovide an item keyword 124 to the mobile device 112. In example of theitem keyword 124 may be “pizza”. In different possible scenariosdescribed further below, the user 110 may activate an entry in a contactlist, address book, or other storage structure corresponding to pizza.In other scenarios, the user 110 may verbalize the term “pizza”. Instill other scenarios, the user 110 may initiate a search incorporatingthe search term “pizza”.

In example scenarios, assume that the advertiser 108 a (e.g., apizzeria) wins the right to advertise within the area 106 n inconnection with the keyword “pizza”. When the user 110 provides the itemkeyword 124 (e.g., “pizza”) to the mobile device 112, the mobile device112 may present the advertising materials 114 a provided by thepizzeria, as represented generally at 126. In turn, the user 110 mayrespond to the advertising materials 114 a as described further below.

Generalizing from the above example, the advertising server 102 mayassociate any number of advertisers 108 with particular geographic areas106, enabling the advertisers to respond to the keywords 124 as providedto any mobile devices 112 while within these areas. As shown in FIG. 1,the advertising server 102 may enable the advertiser 108 m to respond toa given item keyword 128 within the area 106 b. In another examplescenario, two or more advertisers 108 b and 108 c may respond to a givenitem keyword 130 within the geographic area 106 n.

Having described the overall operating environments or systems 100 inFIG. 1, the discussion now turns to a more detailed description ofcomponents and data flows by which the advertising server 102 mayfacilitate bidding processes. This description is now provided with FIG.2.

FIG. 2 illustrates components and data flows, denoted generally at 200,by which the advertising server 102 may facilitate bidding processesamong advertisers. For convenience of description, but not to limitpossible implementations, FIG. 2 may carry forward some items introducedin previous drawings, and may refer to such items by identical referencenumbers. For example, FIG. 2 carries forward representations of anadvertising server 102 and a representative advertiser 108. In somecases, the advertiser 108 may be a “prospective” advertiser, in thesense that the advertiser has not yet won the right to presentadvertisements via the advertising server 102.

Turning to the advertising server 102 in more detail, this server mayinclude one or more processors 202, which may have a particular type orarchitecture, chosen as appropriate for particular implementations. Theprocessors 202 may couple to one or more bus systems 204 chosen forcompatibility with the processors 202.

The servers 102 may also include one or more instances ofcomputer-readable storage media 206, which couple to the bus systems204. The bus systems 204 may enable the processors 202 to read codeand/or data to/from the computer-readable storage media 206. The media206 may represent storage elements implemented using any suitabletechnology, including but not limited to semiconductors, magneticmaterials, optics, or the like. The media 206 may include memorycomponents, whether classified as RAM, ROM, flash, or other types, andmay also represent hard disk drives.

The storage media 206 may include one or more modules of instructionsthat, when loaded into the processor 202 and executed, cause the serversto perform various techniques for managing advertising services formobile devices and users. As detailed throughout this description, thesemodules of instructions may also provide various means by which thedevices 104 may participate in the techniques for managing advertisingservices, using the components, flows, and data structures described inmore detail throughout this description. For example, the storage media206 may include one or more software modules that provide an advertisingprocess 208. In addition, the storage media may also include any numberof data storage structures accessible to the advertising process 208.For example, an advertising database 210 may store various data asdescribed herein in connection with the advertising process 208.

Turning to the advertising process 208 in more detail, this process mayenable the advertisers 108 to submit bids (e.g., 116) to the advertisingserver 102. These bids 116 may include representations 212 of itemkeywords that mobile users (e.g., 110 in FIG. 1) may activate on mobiledevices (e.g., 112). In addition, these bids 116 may includerepresentations 214 of particular geographic regions or areas on whichthe advertiser 108 is bidding. FIG. 1 provides examples of a geographicregion at 104, and provides examples of areas at 106 a-106 n.

In addition to geographic areas, the bids 116 may reference otherparameters. Examples of such additional parameters may include discretetime slots on which advertisers may bid, such that when a given mobileuser activates the keyword during the time slot while within the givenarea, the mobile user would receive advertisements from the advertisers.Other examples of these additional parameters may include parametersthat specify particular service plan levels or subscriber features onwhich the advertisers are bidding. More specifically, these bidparameters may enable advertisers to direct offerings more particularlyto different groups of mobile users. The service plan levels may serveas rough indicators of incomes associated with different mobile users,enabling the advertisers to target mobile users with product/serviceofferings according to income. As shown in FIG. 2, block 214 generallyrepresents these parameters (e.g., geographic area, particular timeslots, service plan levels, etc.).

Having received any number of the bids 116 from any number ofadvertisers 108, the advertising process 208 may store these bids intothe advertising database 210. In general, the advertising database maystore keyword representations 216 a-216 n (collectively, keywordrepresentations 216) of any number of item keywords on which variousadvertisers 108 have submitted bids. In addition, the advertisingdatabase may associate particular keyword representations (e.g., 216 a)with any number of area representations 218 a-218 m (collectively, arearepresentations 218) of particular geographic areas on which advertisershave submitted bids for that keyword.

The area representations 218 may also identify the advertisers who havewon the right to respond to the item keyword within particulargeographic areas. For example, the area representation 218 a may beassociated with a advertiser representation 220 a, which identifies oneor more advertisers that bid for and won the right to respond to theitem keyword within a given geographic area. Similarly, the arearepresentation 218 m may be associated with a advertiser representation220 m.

Referring to both FIGS. 1 and 2 for a non-limiting operational example,the keyword representation 216 a may correspond to the item keyword“pizza”. In turn, the area representation 218 a may correspond to thearea 106 b shown in FIG. 1, and the area representation 218 m maycorrespond to the area 106 n, also shown in FIG. 1. The advertisers 108a and 108 m may represent different pizzerias, with the pizzeria 108 abidding for and winning the right to respond to the keyword “pizza”within the area 106 n, and the pizzeria 108 m pitting for and winningthe right to respond to the same keyword within the different area 106b. In this scenario, the advertiser representation 220 a may indicatethat the advertiser 108 m is to respond to the keyword “pizza” withinthe area 106 b, and the advertiser representation 220 m may indicatethat the advertiser 108 a is to respond to this same keyword within thearea 106 n.

Having described the components and data flows 200 by which theadvertising server 102 may facilitate bidding processes amongadvertisers, the discussion now receipts to a description of processflows that the advertising process 208 may perform. This description isnow provided with FIG. 3.

FIG. 3 illustrates process flows, denoted generally at 300, by which theadvertising server 102 may facilitate bidding processes amongadvertisers. For the purposes of the present description, but not tolimit possible implementations, FIG. 3 illustrates certain processing asbeing performed by advertising server 102, through the advertisingprocess 208. However, it is noted that implementations of the processflows 300 may perform at least portions of this processing using otherdevices, systems, or components, without departing from the scope andspirit of this description.

Turning to the process flows 300 in more detail, block 302 representsdefining one or more keywords available for bidding by the variousadvertisers (e.g., 108). Examples of these keywords defined in block 302may include any keywords that mobile users may activate in connectionwith mobile devices, with FIG. 1 providing examples of keywords at 124,128, and 130. In some scenarios, block 302 may include establishing aset of predefined keywords in which various advertisers may bid. Inother scenarios, block 302 may include collecting a set of keywordspreviously defined by advertisers and/or mobile users.

In some implementations, the advertising process 208 may supportnumerous possible keywords. In these implementations, block 304 mayrepresent organizing these keywords into various themes, categories, orthe like. As described in further detail below, the advertising server102 may enable mobile users to download one or more of these themes orcategories, thereby populating or configuring their corresponding mobiledevices with the keywords contained within the downloaded themes orcategories. For example, a “travel” category may include variouskeywords associated with restaurants, lodging, gas stations, rest areas,or the like. A “health” category may include keywords associated withhospitals, pharmacies, emergency rooms, urgent care centers, doctors'offices, or the like. However, these examples are provided only for thesake of illustration, and implementations of this description mayinclude other types of categories or themes as well.

Block 306 represents receiving any number of bids from advertisers. FIG.1 provides an example bid at 116, as submitted by a given advertiser 108a. As shown in FIG. 3, block 306 may include receiving a bid that refersto one or more item keywords (e.g., 120 in FIG. 1), as representedgenerally in block 308. In addition, block 306 may include receiving abid that refers to one or more geographic regions or areas (e.g., 118 inFIG. 1), as represented generally in block 309. Bids may also referenceother examples of parameters, for example, particular time slots (block310), service plan levels or features (block 311), and the like.

Decision block 312 represents determining whether bids as submitted byadvertisers conflict or compete with one another. For example, two ormore incoming bids may compete with one another. In another example, oneincoming bid may compete with a previously-accepted bid. Morespecifically, decision block 312 may include determining whether thesecompeting bids reference the same keyword in the same geographic area.For example, two or more pizzerias may bid for the right to respond tothe keyword “pizza” within the same geographic area or region.

From decision block 312, when competing bids architected, the processflows 300 may take Yes branch 314 to block 316, which representsselecting a winning bid. For example, advertisers may offer to pay anadvertising fee, in exchange for the right to respond to a given keywordwithin a given geographic area, and block 316 may select a winning bidby comparing the advertising fees offered in various bids. Block 316 mayinclude comparing two incoming bids from different advertisers, and mayalso include comparing one incoming bid from one advertiser with anotherbid previously accepted from another advertiser.

Returning to decision block 312, if a given incoming bid does notcompete with any other incoming or previously-accepted bids, the processflows 300 may take No branch 318 to bypass block 316. In this scenario,the given incoming bid is not compete or conflict with any other bidsfor a given keyword in a given geographic area, and may by default winthe right to respond to that keyword within the area.

Block 320 represents associating an advertiser who submitted a winningbid with the keyword included in the winning bid. In addition, block 322represents associating the winning advertiser with the geographic regionor area specified in the winning bid. It is noted that blocks 320 and322 may be performed in a relationship with one another, whether inseries or in parallel.

The process flows 300 shown in FIG. 3 may result in defining the datastored within the advertising database 210 shown in FIG. 2. Morespecifically, the process flows 300 may define the various relationshipsbetween the keyword representations 216, the area representations 218,and the advertiser representations 220. It is also noted that theprocess flows 300 may be repeated, as represented generally by thearrows joining block 320 and 322 with block 302. Thus, the process flows300 may perform continuously on the advertising server 102.

Having described the process flows 300 by which the advertising server102 may facilitate bidding processes among advertisers, the discussionnow turns to a description of components and process flows occurring onthe mobile devices. This description is now provided with FIG. 4.

FIG. 4 illustrates components and process flows, denoted generally at400, occurring on mobile devices in connection with managing advertisingservices for mobile devices and users. For convenience of description,but not to limit possible implementations, FIG. 4 may carry forward someitems introduced in previous drawings, and may refer to such items byidentical reference numbers. For example, FIG. 4 carries forward theadvertising server 102 and the mobile user 110 from previous drawings.

In some implementation scenarios, a telecommunications services providermay operate one or more instances of the advertising server 102, toprovide advertising services by which advertisers (e.g., 108 in FIG. 1)may advertise to mobile users 110. For example, the mobile users 110 maysubscribe to wireless telecommunications services offered by theservices provider, and may receive mobile communications devices 112 inconnection with such services. In turn, the mobile users 110 may receiveadvertisements from the advertisers via the mobile devices 112.

Turning to the mobile devices 112 in more detail, FIG. 4 providesseveral examples of such devices, with these examples including, but notlimited to: wireless personal digital assistants (PDAs) or “smart”phones 402 a, mobile or cellular telephones 402 b, or other similarmobile devices, denoted generally at 112.

The mobile devices 112 may include one or more processors 404, which mayhave a particular type or architecture, chosen as appropriate forparticular implementations. The processors 404 may couple to one or morebus systems 406 chosen for compatibility with the processors 404.

The mobile devices 112 may also include one or more instances ofcomputer-readable storage media 408, which couple to the bus systems406. The bus systems 406 may enable the processors 404 to read codeand/or data to/from the computer-readable storage media 408. The media408 may represent storage elements implemented using any suitabletechnology, including but not limited to semiconductors, magneticmaterials, optics, or the like. The media 408 may include memorycomponents, whether classified as RAM, ROM, flash, or other types, andmay also represent hard disk drives.

The storage media 408 may include one or more modules of instructionsthat, when loaded into the processor 402 and executed, cause the mobiledevices 112 to perform various techniques for providing managingadvertising services for mobile devices and users. In these scenarios,the mobile devices 112 may operate as clients, cooperating with theadvertising server 102 or other servers. As detailed throughout thisdescription, these modules of instructions may also provide variousmeans by which the mobile devices 112 may participate in the techniquesfor managing advertising services, using the components, flows, and datastructures described in more detail throughout this description.

As shown in FIG. 4, these modules of instructions may include aclient-side advertising application 410, which may be loaded orinstalled into the mobile devices 112 at the time of manufacture, orafterwards when the mobile devices are issued to particular subscribers(e.g., mobile users 110). The advertising application 410 may interactwith a client-side contact list 412, which is described in furtherdetail in FIG. 5 below.

In general, the advertising application 410 may receive information,represented generally at 414, that is loaded from the advertising server102 at the time the mobile device 112 is issued to the mobile user 110,or at any time afterwards. In turn, the advertising application 410 maypopulate the contact list 412 with the information 414 loaded from theadvertising server, as represented generally at 416. This information416 may represent different geographic regions or areas through whichthe mobile device 112 may travel, along with any advertisers who havebid for and won the right to respond to keywords activated within thosegeographic areas. The information 414 may also include representationsof time slots for which particular advertisers have bid for and won theright to present advertisements, within those geographic areas.

In addition, as discussed elsewhere herein, particular advertisers maybid for the right to present advertisements to mobile users 110 who havesubscribed to particular levels of plans, or to particular features. Inthese scenarios, the information 414 may indicate any such advertiserswho have won the right to present advertisements to mobile users 110that subscribe to given plan levels or features.

In the example shown, the mobile devices 112 and the advertising servers102 may communicate over one or more intermediate networks 418, whichgenerally represent any protocols, adapters, components, and othergeneral infrastructure associated with wired and/or wirelesscommunications networks. Such networks 418 may be global, regional,local, and/or personal in scope and nature, as appropriate in differentimplementations, and may be configured as appropriate to transmit voiceand/or data.

In addition, the advertising application 410 may enable the mobile user110 to specify any number of preferences 420. In some cases, thesepreferences 420 may provide a mechanism through which advertisementsfrom the advertisers are filtered. for example, continuing the pizza andpizzeria examples discussed above, a given mobile user 110 may specifythrough the preferences 420 that he or she is not interested inreceiving advertisements from a given pizza chain. In another example,the mobile user may specify that he or she wishes to receiveadvertisements only from certain enumerated pizza chains. However, it isnoted that these examples are illustrative, rather than limiting, andthat other examples of preferences are described below.

Having described the components and process flows 400 occurring on themobile devices in connection with FIG. 4, the discussion now proceeds toa more detailed description of the contact list 412, along with adescription of how the contact list may be updated as the mobile devicechanges locations. This description is now provided with FIG. 5.

FIG. 5 illustrates data structures, denoted generally at 500, relatingto a contact list contained within a mobile device. More specifically,FIG. 5 illustrates enhanced contacts included within the contact list,and also illustrates how the enhanced contacts may be updateddynamically as the mobile device changes locations.

For convenience of description, but not to limit possibleimplementations, FIG. 5 may carry forward some items introduced inprevious drawings, and may refer to such items by identical referencenumbers. For example, FIG. 5 carries forward an example of the contactlist at 412, which may be modified and maintained by the advertisingapplication 410 as the mobile device moves through different geographicareas.

Turning to the contact list 412 in more detail, it may be implemented asan address book, or other suitable data structure within a given mobiledevice (e.g., 112 in previous figures). The contact list 412 may includeany number of contacts 502, which may contain, for example, names,titles, telephone numbers, fax numbers, e-mail addresses, physical ornetwork addresses, or other similar contact information for particularpersons with whom a given user may communicate. The contact list 412 mayalso include any number of enhanced contacts 504, which may be visuallyidentified in some manner to differentiate them from the contacts 502.In addition, the enhanced contacts 504 may contain relatively genericnames or designations, as compared to the more specific names containedin the contacts 502. For example, continuing the description of thepizzeria scenario discussed above, an example of the enhanced contacts504 may be labeled or identified generically as “pizza”, while anexample of the contacts 502 may be labeled or identified morespecifically as DOMINOS®, PIZZA HUT®, or other brands of pizza.

The enhanced contacts 504 may, in turn, may include representations 506of any number of keywords. Recalling the description of FIG. 4, thesekeywords may include keywords that are downloaded automatically to themobile device as part of the information flows 414. These informationflows 414 may occur when the mobile device is initially provisioned andprovided to a subscriber (e.g., mobile user 110). However, thesekeywords may also include keywords that the subscriber manually creates.

Within the enhanced contact 504, the keyword representation 506 may beassociated with an advertiser representation 508 a and an arearepresentation 510 a. For example, as represented on a time axis 512,the mobile device may be within a first geographic area at a first giventime 514 a. Within this first geographic area, assume that a firstadvertiser has bid for and won the right to advertise to mobile userswithin this first geographic area. More specifically, the firstadvertiser may advertise by responding to users when they activate agiven keyword on their mobile devices while within this first geographicarea.

At the first time 514 a, the advertising application 410 may configurethe enhanced contact 504 so that the advertiser representation 508 acontains a representation of the first advertiser. The advertisingapplication 410 may also configure the area representation 510 a tocorrespond to the first geographic area, and may relate the advertiserrepresentation 508 a and the area representation 510 a to indicate thatthe corresponding advertiser has the right to respond to the keywordwithin the first geographic area. FIG. 5 generally represents theserelationships by the dashed line 516.

At a second given time 514 b, the mobile device may have left the firstgeographic area and moved to a second geographic area. Within thissecond geographic area, assume that a second advertiser has bid for andwon the right to advertise to mobile users within this second geographicarea. More specifically, the second advertiser may advertise byresponding to users when they activate the keyword on their mobiledevices while within this second geographic area.

At the second time 514 a, the advertising application 410 may detectthis transition to the second geographic area, and may configure theenhanced contact 504 so that an advertiser representation 508 b containsa representation of the second advertiser. The advertising application410 may also configure an area representation 510 b to correspond to thesecond geographic area, and may relate the advertiser representation 508b and the area representation 510 b to indicate that the correspondingadvertiser has the right to respond to the keyword within the secondgeographic area. FIG. 5 generally represents these relationships by thedashed line 516 b.

In the foregoing manner, the advertising application 410 may dynamicallyupdate any number of the enhanced contacts 504 to associate differentadvertisers with given keywords as the mobile device passes throughdifferent geographic areas. Although FIG. 5 illustrates examples oftransitioning between two different geographic areas, it is noted thatthis scenario may readily be extended to any number of differentgeographic areas.

Having described the illustrates data structures 500 relating to theenhanced contacts contained within a mobile device, the discussion nowproceeds to a description of process flows for dynamically updating theenhanced contacts as the mobile device changes locations. Thisdescription is now provided with FIG. 6.

FIG. 6 illustrates process flows, denoted generally at 600, fordynamically updating enhanced contacts within a contact list containedin a mobile device, as the mobile device changes geographic locations.For ease of description, but not to limit possible implementations, theprocess flows 600 are described in connection with the advertisingapplication 410 described above with FIG. 4. However, it is noted thatimplementations of the process flows 600 may perform with otherapplications or components without departing from the scope and spiritof this description.

Turning to the process flows 600 in more detail, block 602 representsreceiving preference information from mobile users (e.g., 110)associated with the mobile devices running the advertising application410. In general, block 602 may include receiving preference informationused to filter advertisements from advertisers, before presenting themto the mobile users.

As noted above, examples of these preferences may include particularadvertisers favored or disfavored by particular mobile users. Forexample, if a given mobile user would not be interested inadvertisements from a given advertiser under any circumstances, thepreference information may so indicate, and advertisements from thisgiven advertiser would be filtered-out and not presented to this mobileuser. In another example, if the given mobile user would be interestedin advertisements only from the given advertiser, the preferenceinformation may so indicate, and advertisements from any otheradvertisers would be filtered-out and not presented to this mobile user.

In providing the above examples of preference information, it is notedthat other examples of preference information and related processing andfiltering are possible, without departing in the scope and spirit ofthis description. It is also noted that block 602 may be performed aspart of an ongoing or continuous process performed by the advertisingapplication 410 in parallel with other processing, as shown in theexample scenario in FIG. 6. FIG. 6 generally represents any new orupdated reference information at 604, as output from block 602.

As described above, a given mobile device may move between differentgeographic regions or areas, and different advertisers may havedifferent rights to advertise by responding to keywords within thesedifferent regions or areas. Accordingly, block 606 represents theadvertising application 410 receiving an indication that a given mobiledevice as change location into a new geographic area or region. Forexample, mobile devices may provide the ability to determine theirpresent locations, based on triangulation techniques or other techniquesthat involve communicating with cellular towers or other infrastructure.Using any of these techniques, block 606 may determine that a givenmobile device has moved from one geographic area or region to anotherone.

Once the given mobile device has transition from one geographic regionor area to another one, it is possible that the set of advertisers whoare qualified to respond to keyword activations may have changed.Accordingly, block 608 represents receiving notifications or indicationsof the set of advertisers who have bid for and won current rights torespond to keyword activations within the present geographic location.For example, referring briefly back to FIG. 4, block 608 may includereceiving this information as part of the data flows represented at 414.Block 608 may also include receiving this information from anadvertising server 102 maintained by or on behalf of atelecommunications services provider

Block 610 represents updating any enhanced contacts (e.g., 504 in FIG.5) in response to the advertiser information received in block 608. FIG.6 represents these updated contacts generally at 612. In turn, theadvertising application 410 may update the contact list 412 (carriedforward from FIG. 4) with the updated contacts 612 and/or the preferenceinformation 604, as these updates become available.

It is noted that the advertising application may perform blocks 606,608, and 610 as part of a sub-process that is executed when the mobiledevice transitions between geographic locations (i.e., regions, areas,or the like). As such, the advertising application may perform blocks606-610 asynchronously to and independently from block 602, as indicatedin FIG. 6.

Block 614 represents receiving notification that a mobile user hasactivated an enhanced contact on the mobile device. For example, inimplementations in which the mobile device provides voice recognitioncapabilities, block 614 may include receiving notification that themobile user has spoken a generic term or keyword associated with theenhanced contact (e.g., “pizza”). In other examples, block 614 mayinclude receiving notification that the mobile user has navigatedthrough the contact list to a given enhanced contact, and has activatedthe enhanced contact by selecting a keyword associated with the contact.A selection process may involve use of a stylus, keypad mechanism, orother suitable input mechanism.

Block 616 represents identifying a present geographic location of themobile device, when the enhanced contact was activated in block 614. Asnoted above, block 616 may include using triangulation capabilities orother techniques to determine the present physical location of themobile device.

Having established the current location of the mobile device when theenhanced contact and related keyword are activated, block 618 representsidentifying one or more advertisers who have acquired the right torespond to the keyword when activated within the current location.Recalling above description, different advertisers may bid for and winthe right to respond to activations of different keywords withindifferent geographic areas. Accordingly, block 618 may includeidentifying any such advertisers who have obtained the right to respondto the activated keyword. Block 618 may include retrieving information620 identifying such advertisers from one or more data storage elements,such as the contact list 412. However, this advertiser information 620may be stored in structures other than the contact list 412 withoutdeparting from the scope and spirit of this description.

Block 622 represents retrieving any preference information applicable tothe enhanced contact or keyword activated in block 614. For example,block 622 may include retrieving preference information specified by anend-user from suitable data storage elements, as received previously inblock 602.

Block 624 represents filtering the advertisers identified in block 618,in light of any preference information specified by the mobile user. Insome cases, the mobile user may not specify any preferences, in whichcase none of the advertisers identified in block 618 are filtered-out.In other cases, the mobile user may specify particular preferenceinformation, in which case one or more of the identified advertisers maybe filtered-out in block 624. Block 624 may include filteringadvertisers based on time slots on which the advertisers have bid. Forexample, multiple advertisers may have won the right to advertise to agiven mobile user when the user is within a given geographic region, butdifferent advertisers may have bid for different slots of time while themobile user is in the geographic zone.

Block 626 represents the advertising application offering to create acommunications connection between the mobile user and one or more of theadvertisers output from the filtering process represented in block 624.In some scenarios, block 626 may include offering to open a voice-basedcommunication between the mobile user and the advertiser, with thisvoice communication being initiated by either the mobile user or theadvertiser. In other scenarios, block 626 may include offering toinitiate a data-based communication between the mobile user and theadvertiser. More specifically, block 626 may include offering toinitiate an e-mail-based exchange between the parties, a textmessage-based exchange, an instant message (IM) exchange, or othersuitable communication mechanism. In some cases, block 626 may includeoffering to create a session between the mobile user and the advertiser,with this session enabling simultaneous voice and/or data-basedcommunications.

Block 626 may include creating a suitable user interface (UI) that ispresented on the mobile device, enabling the user may respondaffirmatively or negatively to the offer. For example, the UI created inblock 626 may include one or more softkeys that are responsive to userinput to initiate the connection between the mobile user and theadvertiser, as well as one or more softkeys that are responsive to userinput to decline this connection.

Assuming that the mobile user responds affirmatively to initiate theconnection with the advertiser, block 628 represents placing the mobileuser and the advertiser in communication with one another. As describedabove, various voice or data-based communications mechanisms arepossible, and block 628 may include connecting the mobile user and theadvertiser using any of these or other communications mechanisms.

Block 630 represents exchanging supplemental information in connectionwith the communication initiated in block 628. The supplementalinformation may take a variety of different forms, as now discussedfurther in connection with FIGS. 7 and 8.

FIG. 7 illustrates additional process flows, represented generally at700, related to exchanging information supplemental to communicationsbetween a given mobile user and an advertiser. For ease of description,but not to limit possible implementations, the process flows 700 aredescribed in connection with the advertising server 102 and the mobiledevice 112. However, it is noted that more since of the process flows700 may be implemented using other devices or systems without departingfrom the scope and spirit of this description.

Turning to the advertising server 102, block 702 represents sendingdirections 704 from the current position of the mobile device to alocation of the advertiser. Depending on the current distance betweenthe mobile device and the advertiser, these directions may be tailoredfor driving, walking, or other modes of transportation.

At the mobile device 112, block 706 represents receiving the directions704. In this manner, the directions 704 may provide a form ofsupplemental information that enables a mobile user (e.g., 110) tolocate an advertiser. The directions 704 may be sent before, after, orduring communications with the advertiser over the mobile device 112.

Referring back to the advertising server 102, block 708 representssending a menu or other listing of goods and/or services (collectively,“items”) 710 to the mobile device 112. More specifically, the menu 710may provide a list of items available from an advertiser who response toa given activated keyword (e.g., “pizza”). In addition, block 708 mayinclude sending promotional information (e.g., coupons, discounts,specials, or the like) to the mobile device 112.

In some cases, this promotional information may be tailored forparticular customers who may be associated with the mobile devices 112.For example, if the mobile devices 112 are associated with frequent orfavored customers of a given advertiser, the promotional information maybe customized for such customers.

At the mobile device 112, block 712 represents receiving the menu oritem listing 710 from the advertising server. In some cases, the mobiledevice 112 may affirmatively request the menu or item listing, as alsorepresented in block 712. In other cases, the advertising server 102 maypush the menu or item listing 710 to the mobile device, without anexplicit request from the mobile device.

From the mobile device 112, block 714 represents sending arepresentation of a previous or standing order 716 associated with agiven merchant or advertiser. For example, if a given customer places arecurring order with a given advertiser (e.g., a pizza with certaintoppings), the mobile device 112 may store a representation of thisorder 716, and send this representation to the advertising server 102.In this manner, the order representation 716 may relieve the mobile userfrom manually or verbally communicating a frequently-recurring order toan advertising merchant.

At the advertising server 102, block 718 represents receiving the orderinformation 716. In turn, block 718 may also represent forwarding orrelaying this order to the advertising merchant.

Returning to the mobile device 112, block 720 represents sending paymentinformation 722 from the mobile device. For example, the paymentinformation 722 may include bank or credit card account information, andmay be encrypted as appropriate in different implementations. In thismanner, the mobile device 112 may store this payment informationsecurely, and relieve the mobile user from manually or verballycommunicating this payment information to an advertising merchant.

At the advertising server 102, block 724 represents receiving thepayment information 722, as received from the mobile device 112. In somecases, the advertising server 102 may serve as an intermediary betweenthe mobile device 112 and the advertiser. In such cases, block 724 mayinclude relaying or forwarding the payment information to theadvertising merchant.

FIG. 8 illustrates additional process flows, represented generally at800, related to requesting, collecting, and distributing survey orfeedback information from mobile users and mobile devices. This surveyor feedback data may be part of the supplemental information exchangedbetween the mobile users and advertisers. For ease of description, butnot to limit possible implementations, the process flows 800 are alsodescribed in connection with the advertising server 102 and the mobiledevice 112. However, it is noted that more since of the process flows800 may be implemented using other devices or systems without departingfrom the scope and spirit of this description.

At the advertising server 102, block 802 represents sending a requestfor the survey or feedback information. For example, block 802 mayinclude sending a feedback or survey form 804 to the mobile device. Atthe mobile device, block 806 represents receiving the survey or feedbackform 804. Using this feedback form 804, the mobile user may providecomments or other information related to a transaction consummated witha given advertising merchant.

Block 808 represents presenting a user interface (UI) incorporating thesurvey or feedback form received in block 806. The mobile user mayinteract with the UI to provide the survey or feedback informationrequested by the form. In turn, block 810 represents receiving thisrating or feedback information from the mobile user, and block 812represents sending rating or feedback information 814 from the mobiledevice 112. As shown in FIG. 8, the survey information 814 may include arepresentation 816 of an advertiser on which the mobile user isproviding feedback.

At the advertising server 102, block 818 represents receiving the surveyor feedback information 814. In turn, block 820 represents indexing andstoring the survey or feedback information received in block 818. Forexample, block 820 may include organizing this feedback information byadvertiser, and storing it in a suitable data structure. FIG. 8 providesan example in which this feedback information is stored in theadvertising database 210, but the feedback information may be stored inother data structures as well. FIG. 8 denotes at 822 the survey orfeedback information as indexed and stored in the advertising database210.

Block 824 represents compiling ratings for different given advertisersor merchants, based on survey or feedback information collected fromdifferent mobile users. In some cases, the entity that operates theadvertising server 102 (e.g., a telecommunications services provider)may make the compiled rating information available to advertisers,merchants, or other third parties, in exchange for a fee or othercompensation. In addition, the underlying survey or feedback informationused to compile the ratings information may also be made available tothird parties, in exchange for suitable compensation. In this manner,the advertising server 102 may enable advertisers to research feedbackand ratings received from their mobile customers. Additionally,franchisors or other managing entities may use this feedback and ratinginformation to identify underperforming merchants.

Block 826 represents sending rating information 828 as compiled forparticular merchants to other mobile users or mobile devices. FIG. 8provides an example of another such mobile device at 112 a. For example,as discussed in further detail with FIG. 9, various mobile users canestablish preferences that are used to filter advertisements that arepresented to these mobile users. The rating information 828 compiled forparticular advertisers or merchants may enable these other mobiledevices to filter advertisements from these merchants according topreferences specified by these other mobile users.

FIG. 9 illustrates process flows, denoted generally at 900, forreceiving preferences specified by mobile users, and filtering processesthat may utilize such preferences. Without limiting possibleimplementations, the process flows 900 may elaborate further on blocks602 and 624 as shown in FIG. 6. Recalling previous description, block602 represents receiving preferences from a mobile user, while block 624represents filtering advertisers based at least in part on thesepreferences.

Turning first to block 602 (receiving preferences), block 902 representsreceiving proximity preferences from the mobile users. For example,block 902 may include receiving a proximity preference that specifieshow close a responding advertiser is to be, relative to a mobile user'spresent position, when the user activates a given keyword on his or hermobile device. For example, a user may specify that any that he or sheresponding advertisers are to be within a five-mile radius from his orher present location, when the user activates the keyword.

It is noted that users may vary this proximity preference, depending ontheir localities. For example, users living in densely-populated urbanareas may specify relatively low proximity preferences, since moreadvertisers would be nearby in such areas. In another example, usersliving in more sparsely-populated suburban or rural areas may specifyincreased proximity preferences, since fewer advertisers would be nearbyin such areas.

FIG. 9 provides an example of proximity preferences at 904. Block 902may include communicating these proximity preferences to block 906,which represents analyzing these proximity preferences when filteringadvertisers for presentation to the mobile users. For example, block 906may include filtering-out any advertisers whose locations do not fallwithin the applicable proximity preferences specified by a given mobileuser.

Returning to block 602, block 908 represents receiving any applicablemerchant or advertiser preferences as specified by a given mobile user.For example, certain mobile users may or may not wish to conducttransactions with certain merchants. FIG. 9 represents these advertiserpreferences at 910. Block 908 may include sending these advertiserpreferences to block 912, which represents analyzing these advertiserpreferences when filtering advertisers for presentation to the givenmobile user. For example, if the given mobile user indicates throughadvertiser preferences 910 that he or she does not wish to conducttransactions with a given pizza chain, then block 912 may filter-out anyadvertisements from representatives of this pizza chain.

In other examples of advertiser preferences, mobile users may indicatewhether they prefer to receive advertisements from national-chain typebusinesses, or locally-owned and operated businesses. Other examples ofadvertiser preferences 910 are possible as well, without departing fromthe scope and spirit of the present description.

Block 914 represents receiving an advertising position preference fromthe mobile user. For example, within a given geographic location, morethan one advertiser may bid for and win the right to respond to keywordsactivated within the geographic location. In these cases, advertisementsfrom these advertisers may be ranked, sorted or otherwise ordered forpresentation to the mobile user. However, mobile users may specify thatthey wish to see only the top-ranked advertisement, or may otherwisespecify a cut-off point applicable to presenting ranked advertisements.For example, mobile users may specify that they wish to see only thethree top-ranked advertisements, in cases where multiple advertisementsare available for a given keyword within a geographic location.

Block 918 represents analyzing and advertising position preferences 916as specified by a mobile user, when filtering advertisers on a givenmobile device. For example, if a given mobile user has indicated that heor she wishes to see only the three top-ranked advertisements, block 918may include filtering-out any lower-ranked advertisements.

Block 920 represents receiving promotions preferences 922 as specifiedby the mobile user. For example, some mobile users may wish to receiveadvertisements only from advertisers who are offering promotions,coupons, specials, or other types of discounts. In such cases, block 924may include considering or analyzing such promotions preferences 922when filtering advertisers for presentation to the mobile users. Forexample, if a given mobile user has indicated that he or she wishes toreceive only advertisements that offer some type of coupon or special,block 924 may include filtering-out those advertisements that do notoffer some type of coupon or special.

Block 926 represents receiving preferences 928 relating to safety orhealth factors, or ratings of particular advertising advertisers. Forexample, some mobile users may not wish to receive advertisements fromadvertisers located in high-crime areas, from advertisers not achievingsome minimum score on health inspections, or that do not achieve someminimum rating based on reviews or feedback from other users. in thesescenarios, block 930 represents considering or analyzing factors orratings relating to safety, health, or customer satisfaction whenfiltering advertisements from particular advertisers.

FIG. 10 illustrates components and data flows, denoted generally at1000, associated with dynamically updating mobile devices as mobileusers pass through projected locations. for ease of reference anddescription, but not to limit possible implementations, FIG. 10 carriesforward an example mobile user at 110, an example mobile device at 112,and an example advertising server at 102.

FIG. 10 includes a representation of a timeline or time axis 1002, withrepresentative times 1004 a, 1004 b, and 1004 n (collectively, times1004) shown thereon. For example, at the time 1004 a, the mobile userand mobile device may be at a given location, denoted generally at 1006a. This given location 1006 a may be within the geographic region 104shown in FIG. 1.

The mobile device 112 may contain or store representations of one ormore keywords, carried forward and represented generally at 120 a. Usingthe tools and techniques described above in connection with FIGS. 1-9,the advertising server 102 may associate a given keyword 120 a with aparticular advertiser, carried forward and represented generally at 108a. When the mobile device 112 is at the location 1006 a at the time 1004a, the advertising server may configure the mobile device, such that thekeyword representation 120 a would be responsive to user input oractivation to present advertisements or other materials associated withthe advertiser 108 a, as represented generally at 1008 a.

In addition to configuring the mobile device for the present location1006 a and the present time 1004 a, the advertising server may alsoproject one or more future locations 1010 a and 1010 n (collectively,future or projected locations 1010), through which the mobile user andmobile device may travel. More specifically, the advertising server 102may project that at time 1004 b, the mobile user 110 will be in thefuture location 1010 a, and that at time 1004 n, the mobile user 110will be in the future locations 1010 n. For example, the mobile user maybe traveling according to a predefined travel itinerary through avariety of different locations. This itinerary may be local, regional,national, or global in scope, in different possible implementationscenarios.

As described in further detail below, the advertising server 102 mayupdate the mobile device 112 for the future location 1010 a, asrepresented generally at 1008 b. In addition, the advertising server mayupdate the mobile device or the future location 1010 n, as representedgenerally at 1008 n. For example, referring to the example keywordrepresentation 120 a, the updates 1008 b may associate this keyword witha different advertiser 108 b, when and if the mobile device 112 reachesthe projected future location 1010 a. Similarly, the updates 1008 n mayassociate this keyword with another advertiser 108 n, when and if themobile device 112 reaches the projected future location 1010 n.

Recalling the above pizzeria example, the keyword representation 120 amay include the term “pizza”. When the mobile device is at the actuallocation 1006 a at the time 1004 a, the updates 1008 a may configure themobile device so that the keyword “pizza” is responsive to user input oractivation to present advertisements or materials related to a firstpizzeria (i.e., advertiser 108 a). In addition, the advertising server102 may also project the future locations 1010 a and 1010 n, along withprojected arrival times 1004 b and 1004 n. The updates 1008 b mayconfigure the mobile device 112, such that when and if the mobile user110 reaches the projected future location 1010 a, the keyword “pizza”(i.e., keyword representation 120 a) may be associated with a secondpizzeria (i.e., advertiser 108 b) proximate this future location.Similarly, the updates 1008 n may configure the mobile device 112, suchthat when and if the mobile user reaches the projected future location1010 n, the keyword “pizza” may be associated with another pizzeria(i.e., advertiser 108 n) proximate this future location.

FIG. 10 denotes these dynamic updates 1008 a-1008 n collectively at1008. It is also noted that any number of these updates 1008 may occurover the timeline 1002, and may be repeated for any number of actual orprojected locations. Thus, it is noted that the particular scenarioshown in FIG. 10 is presented only to facilitate the presentdescription, but not to limit possible implementations of thisdescription.

FIG. 11 illustrates process flows, denoted generally at 1100, related todynamically updating a mobile device as a mobile user passes throughvarious actual and projected physical locations. In the examples shownin FIG. 11, portions of the process flows 1100 are shown distributedbetween the advertising server 102 and the mobile device 112, only tofacilitate the present description. However, it is noted that portionsof the process flows 1100 may be performed on other devices withoutdeparting from the scope and spirit of the description.

Turning to the process flows 1100 in more detail, block 1102 representsascertaining a travel itinerary 1104 associated with the mobile device112 and/or a mobile user (e.g., 110 in previous Figures). As describedin further detail below, in some scenarios, the advertising server 102may infer the travel itinerary 1104 based on any number of previouslocations through which the mobile device 112 has passed. In thesescenarios, the advertising server 102 may communicate the inferredtravel itinerary to the mobile device. In other scenarios, representedgenerally at block 1106, the mobile device 112 may receive an indicationof the travel itinerary, as explicitly defined by the mobile user. Thetravel itinerary 1104 as shown in FIG. 11 represents a travel itineraryresulting from these or other scenarios.

Returning to the advertising server 102, block 1108 representsprojecting one or more future locations along the travel itinerary 1104,through which the mobile device 112 and/or the mobile user is expectedto pass. These future locations may be final destinations or endpoints,or may be intermediary waypoints through which the mobile device 112passes on the way to the final destinations. FIG. 10 provides examplesof these future or projected locations at 1010 a and 1010 n. Block 1108may include projecting these future locations based on any number ofpast locations, previously visited by the mobile device, using anyconvenient projection techniques. Block 1108 may also include computingtimes at which the mobile device is expected or projected to arrive atthe various future locations.

Block 1110 represents searching for merchants and/or advertisers inareas degrees of proximity to one or more of the projected or futurelocations computed for the mobile device. Various techniques forsearching for these advertisers or advertisers are presented below inconnection with FIG. 13.

Block 1112 represents associating various merchants and/or advertiserswith the future or projected locations computed for a given mobiledevice 112. For example, block 1112 may include performing a biddingprocess, by which various advertisers may bid to become advertisers withrespect to particular keywords within particular geographic locations,as described previously above in FIGS. 1-9. In addition, block 1112 mayalso include incorporating particular times into such bidding processes,such that merchants and/or advertisers may bid for the right to presentadvertisements to mobile devices that are within particular geographicareas at particular times.

Block 1114 represents sending the dynamic updates 1008 (carried forwardfrom FIG. 10) to various mobile devices. As described above, thesedynamic updates 1008 may specify which merchants and/or advertisers haveobtained the right to respond to activations of particular keywordswithin particular geographic areas. In some cases, the dynamic updates1008 may also specify any time limitations applicable to particularmerchants or advertisers.

Referring now to the mobile device 112, block 1116 represents receivingthe dynamic updates 1008. In the example shown, block 1116 may includereceiving the dynamic updates from the advertising server 102.

In turn, block 1118 represents loading the dynamic updates into localstorage within the mobile device 112. For example, block 1118 mayinclude updating contact list, address books, or other storage elementsto incorporate keyword representations included within the dynamicupdates received in block 1116.

FIG. 12 illustrates process flows and related data flows, denotedgenerally at 1200, relating to ascertaining the travel itinerary 1104shown in FIG. 11. As discussed above with FIG. 10, the process and dataflows 1200 are described in connection with the advertising server 102and the mobile device 112. However, it is noted that implementations ofthese process and data flows may be performed in connection with othersystems or components without departing from the scope and spirit ofthis description. In addition, without limiting possibleimplementations, the process and data flows 1200 may be understood aselaborating further on block 1102 shown in FIG. 11.

Block 1202 represents receiving a list of stops that were explicitlyspecified or defined by a mobile user, for example, referring to themobile device 112, block 1204 represents receiving an itinerary thatincludes a plurality of locations 1206 a and 1206 m (collectively,locations 1206). For example, a mobile user may specify through themobile device a set of errands that he or she wishes to perform.Particular stops within these errands may correspond to the locations1206. In other examples, the mobile user may specify a set ofintermediate or destination points included within future travels. Inturn, block 1208 represents sending an explicit itinerary 1210 to theadvertising server.

Returning to the advertising server 102, block 1212 represents computinga route of travel 1214 satisfying the explicit itinerary 1210. Forexample, block 1212 may include computing a travel route 1214 passingthrough any intermediate waypoints specified in the explicit itinerary,ultimately reaching a final destination specified in the itinerary. Theitinerary 1210 may also specify constraints or costs to be minimizedwhen computing the travel route. For example, a mobile user may specifya least-cost route, a least-mileage or least-distance route, aleast-congestion or least-traffic route, a least-time route, as well asother examples of constraints. Block 1212 may utilize traveling salesmanalgorithms, linear programming techniques, or the like.

Blocks 1202 and 1212 represent processing associated with anexplicitly-defined itinerary. However, the advertising server 102 mayalso infer the itinerary, in cases in which this itinerary is notexplicitly specified. In these scenarios, block 1216 representsinferring a route of travel based on any number of present and pastlocations, represented generally at 1218. For example, if theadvertising server 102 determines that a given mobile user has beentraveling along a given interstate highway for some period of time,block 1216 may include inferring that the mobile user will continue totravel along that highway. Block 1216 may also include designatingcities along that highway as possible future destinations for the mobileuser. FIG. 12 represents an inferred travel route at 1220.

FIG. 13 illustrates process flows and related block diagrams, denotedgenerally 1300, relating to searching for merchants associated withvarious locations along a given travel itinerary. For the purposes ofthis description, the process flows 1300 are described in connectionwith the advertising server 102. However, it is noted thatimplementations of these process and data flows may be performed inconnection with other systems or components without departing from thescope and spirit of this description. In addition, without limitingpossible implementations, the process flows and related block diagrams1300 may be understood as elaborating further on block 1110 shown inFIG. 11.

Turning to FIG. 13 in more detail, decision block 1302 representsdetermining whether a given mobile user is traveling locally within arelatively confined geographic area. Examples of local travel mayinclude a series of destinations that are relatively close to oneanother, within a given city or locality. Typically, local travel mayuse surface or city streets, as distinguished from limited-accessfreeways or interstate highways. Decision block 1302 may includeanalyzing these and other factors in determining whether a given user isengaged in local travel.

From decision block 1302, if the mobile user is engaged in local travel,the process flows 1300 may take Yes branch 1304 to block 1306. Block1306 represents employing a circular search pattern 1308 when searchingfor advertisers who may advertise to the mobile user. For example, asshown in FIG. 13, a given mobile user 110 may be located at a givenpresent location 1006 a. If block 1302 determines that this mobile user110 is traveling locally, it may be expected that this mobile user iswilling to travel in any direction, relative to his or her presentlocation, to conduct transactions with advertisers.

As described in previous drawings, mobile users may specify distance orproximity parameters, specifying an upper limit on how far they arewilling to travel to transact with advertisers. FIG. 13 represents suchdistance parameters at 1310, which may serve as a radius for thegenerally circular search pattern 1308. In general, the present locationof the mobile user may serve as the approximate center for the circularsearch pattern 1308. FIG. 13 also provides an example advertiser 108 athat falls within the circular search pattern 1308, and anotheradvertiser 108 b that falls outside the circular search pattern. Inexample scenarios, the advertiser 108 a may be presented to the mobiledevice associated with the user 110, while the advertiser 108 b wouldnot be presented to the mobile user.

Returning to decision block 1302, if it is determined that the mobileuser is not traveling locally, the process flows 1300 may take No branch1310 to block 1312. Block 1312 represents employing a conic searchpattern when searching for advertisers or advertisers to present to themobile users.

Referring to block 1312 in more detail, assuming that the mobile user110 is not traveling locally, block 1312 may include defining adirection of travel associated with the mobile user, denoted generallyat 1316. The direction of travel may be inferred, based on analyzing anynumber of previous positions 1318 associated with the mobile user 110.

Assuming that the mobile user is at a present location 1006 b, it may beexpected that the mobile user will continue along the predicteddirection of travel 1316, and will be more interested in transactingwith advertisers located along the direction of travel. Accordingly,FIG. 13 provides an example advertiser 108 c located along the directionof travel, and within the generally conic or triangular-shaped searchpattern 1314. FIG. 13 also provides another example advertiser 108 dthat is not selected for presentation, because this advertiser is“behind” the location of the mobile user. In this latter scenario, it isexpected that the mobile user would not be interested in reversing hisor her course of travel to transact with the advertiser 108 d.

It is noted that the shape of the search pattern 1314 is provided inFIG. 13 only as an example, but not to limit possible implementations.In general, the search pattern 1314 may be biased along the direction oftravel 1316, in cases where it is determined that the mobile user is nottraveling locally. In the context of this description, the term “biased”may refer to scenarios in which advertisers closer to the direction oftravel 1316 are more likely to be selected for presentation to themobile users. In some cases, advertisers who are closer to the locationof the mobile user may be selected for presentation to mobile users. Inother cases, other advertisers who are more distant from the mobileuser, while also located along the user's direction of travel, may beselected for presentation to the mobile user, even though theseadvertisers may be somewhat farther away from the user's direction oftravel. These scenarios may result in the illustrative cone- orfunnel-shaped search pattern 1314 shown in FIG. 13.

FIG. 14 illustrates process flows, denoted generally at 1400, related tosending dynamic updates to mobile devices. For ease of description, theprocess flows 1400 are described in connection with the advertisingserver 102 and the mobile device 112. However, it is noted that theprocess flows 1400 may be performed with devices or components otherthan those shown in FIG. 14, without departing from the scope and spiritof the present description. Without limiting possible implementations,the process flows 1400 may be understood as elaborating further on block1114, as carried forward from FIG. 11.

Beginning, for example, at the mobile device 112, block 1402 representssending a notification 1404 of the device's current or present location.The present locations of the mobile devices may be expressed using anyconvenient techniques, such as triangulating from cellular transmissionstowers, for example. In the example shown in FIG. 14, block 1402 mayinclude sending representations of the device locations 1404 to theadvertising server 102.

At the advertising server 102, block 1406 represents receiving thenotification of the device location 1404. Recalling from previousdiscussion that block 1110 searches for advertiser locations, block 1408represents sending locations of those advertisers proximate to thedevice location 1404. Put differently, block 1408 may include performingany geographic filtering of merchant or advertiser locations on theadvertising server 102. FIG. 14 denotes these advertiser locationsgenerally at 1410, and block 1408 may include sending the advertiserlocations 1410 to the mobile device.

At the mobile device 112, block 1412 represents receiving the advertiserlocations 1410. In the scenario represented by block 1408 and 1412, theadvertising server 102 performs any geographic filtering, and sendsfiltered advertiser locations 1410 to the mobile device 112. However, inother possible scenarios, the advertising server 102 may notgeographically filter the advertiser locations, but instead may send alladvertiser locations 1414 to the mobile device 112, as representedgenerally by block 1416.

At the mobile device 112, block 1418 represents receiving the locationsof all advertisers from the advertising server 102. In turn, block 1420represents filtering the advertiser locations geographically on themobile device 112.

FIG. 15 illustrates additional process flows, denoted generally at 1500,related to sending dynamic updates to mobile devices. Without limitingpossible implementations, the process flows 1500 may be understood aselaborating further on block 1114 in FIG. 11.

Turning to the process flows 1500 in more detail, block 1502 representsdetecting that a given mobile user has stopped at some point along agiven travel itinerary (e.g., 1104 in FIG. 11). For example, block 1502may include the advertising server monitoring signals exchanged betweencellular communications towers and a given mobile device, anddetermining, based on triangulating those signals, that the mobiledevice associated with the given mobile user is not currently moving.Block 1502 may also include determining that the mobile device has notmoved for some interval of time, in connection with determining that themobile device is not currently moving.

Block 1504 represents detecting that the given mobile user has resumedmovement, after having stopped for some period of time. Block 1504 mayinclude using similar techniques to detect movement as block 1502 usedto detect lack of movement. For example, a given mobile user may betraveling between states along an interstate highway, and may stop at agiven gas station to refuel. Once the mobile user is stopped for someperiod of time while refueling, block 1502 may detect that a mobiledevice associated with the user has not moved for that period of time.Once refueling is complete, the mobile user may resume his or herjourney, with block 1504 detecting that the mobile device has resumedmovement.

Block 1506 represents beginning or initiating a measurement in responseto detecting that the user has resumed movement in block 1504. Block1506 may include measuring elapsed time, distance traveled, or otherconvenient parameters occurring since the user resumed movement in block1504.

Block 1508 represents establishing a threshold 1510 applicable toelapsed time, distance traveled, or other parameter related to themobile user, after the user resumes travel in block 1504. For example,block 1508 may occur in parallel with at least one of blocks 1502-1506.

Decision block 1512 represents determining whether the threshold 1510established in block 1508 has expired. For example, if the threshold1510 is a time threshold, block 1512 may include evaluating whether atime threshold has expired since the user resumed travel in block 1504.As another example, if the threshold 1510 is a distance threshold, block1512 may include evaluating whether the mobile user has traveled thatdistance since resuming travel in block 1504.

Recalling the refueling example introduced above, block 1508 may includeestablishing a distance threshold for measuring how many miles themobile user is expected to travel before refueling again. Block 1506 mayinclude starting a mileage counter when the mobile user resumes travelafter a first refueling stop, and decision block 1512 may includemonitoring this mileage counter to determine when the mobile user isexpected to stop again for another refueling. Assuming information isavailable about the type of vehicle in which the mobile user istraveling, block 1512 may include calculating mileage expectationsspecifically for that particular vehicle.

From decision block 1512, the process flows 1500 may take No branch 1514so long as the threshold 1510 has not expired. However, when thethreshold 1510 expires, or nears expiration, the process flows 1500 maytake Yes branch 1516 to block 1518, which represents identifying anadvertisement or other advertiser-related information to send to themobile device (e.g., 112).

Turning to block 1518 in more detail, various factors may be consideredin identifying an advertisement for sending to the mobile device. Forexample, block 1520 represents considering projected locationscalculated for a given mobile user, and block 1522 representsconsidering times in which the mobile user is projected to arrive atthese locations. If blocks 1520 and 1522 indicate that the mobile useris expected to arrive at a relatively large city late in the day, andblock 1518 may identify food-related or lodging-related advertisementsto send to the user's mobile device. In addition, block 1522 may includeconsidering operating or business hours associated with particularadvertisers, in determining which advertisements to send to the mobiledevice. For example, block 1522 may include determining that a givenadvertiser or merchant is open and operating when the mobile user isprojected to arrive at the advertiser or merchant's place of operation.

Block 1524 represents considering the use nature and content of previoustransactions involving the given mobile user. For example, returning tothe refueling example from above, the user may exhibit a history orpattern of stopping periodically to refuel (or for other reasons) aftera certain period of time lapses, or after traveling a certain number ofmiles. In such cases, block 1518 may include sending advertisementsrelated to service stations located where the mobile user is expected tostop next to refuel, whether calculated based on elapsed time, milestraveled, or other factors.

Block 1526 represents considering any relationships between the mobileuser and advertisers having locations along a route along which themobile user is expected or projected to travel. For example, merchantsor advertisers may establish loyalty programs, frequent-travelerprograms, reward systems, or the like. Block 1526 may include evaluatingwhether a given mobile user is a member in any such programs establishedby merchants or advertisers. In this manner, block 1518 may guide ordirect mobile users toward merchants or advertisers with whom they havea pre-existing relationships.

Block 1528 represents sending the selected advertisement to the mobiledevice 112, for presentation to the mobile user. FIG. 15 represents anexample advertisement at 1530, and the advertisement 1530 may beincluded as part of the dynamic updates 1008 shown in FIG. 10.

It will be appreciated that the tools and techniques illustrated anddescribed in FIGS. 10-15 provide for dynamically and predictivelyupdating mobile devices, as mobile users pass through various actual andprojected physical locations. The subject matter described herein may bepracticed in a distributed computing environment where tasks areperformed by remote processing devices that are linked through acommunications network and wherein program modules may be located inboth local and remote memory storage devices. It should be appreciated,however, that the implementations described herein may also be utilizedin conjunction with stand-alone computer systems and other types ofcomputing devices.

Based on the foregoing, it should be appreciated that apparatus,systems, methods, and computer-readable media for translating searchstrings into street addresses are provided herein. Although the subjectmatter presented herein has been described in language specific tocomputer structural features, methodological acts, and computer readablemedia, it is to be understood that the subject matter defined in theappended claims is not necessarily limited to the specific features,acts, or media described herein. Rather, the specific features, acts andmediums are disclosed as example forms of implementing the claims.

The subject matter described above is provided by way of illustrationonly and should not be construed as limiting. Various modifications andchanges may be made to the subject matter described herein withoutfollowing the example embodiments and applications illustrated anddescribed, and without departing from the true spirit and scope of theclaimed subject matter, which is set forth in the following claims.

What is claimed is:
 1. A computer-readable storage device comprisingcomputer-executable instructions that, when executed by a processor,cause the processor to perform operations comprising: ascertaining atravel itinerary for a mobile user associated with a mobile device;determining an expected area through which the mobile user is to passwhen traveling according to the itinerary; determining whether themobile device is traveling locally; searching for advertisers proximatethe expected area; associating a particular advertiser found in thesearch with the expected area; and initiating sending, to the mobiledevice, advertising data associated with the particular advertiser;wherein the operation of searching for advertisers comprises: searching,if the mobile device is determined to be traveling locally, foradvertisers using a circular search pattern; and searching, if themobile device is determined to not be traveling locally, for advertisersusing a conical search pattern.
 2. The computer-readable storage deviceof claim 1, wherein the operations further comprise enabling, inresponse to a keyword representation stored within the mobile devicebeing activated while the mobile device is within the expected area, aplurality of advertisers, including the particular advertiser, to bidfor rights to respond to the mobile user.
 3. The computer-readablestorage device of claim 1, wherein the operations further compriseprojecting a time at which the mobile user is expected to arrive at theexpected area, and wherein the operation of searching for advertisersincludes comparing operating hours associated with a plurality ofadvertisers including the particular advertiser with the time at whichthe mobile user is projected to arrive at the expected area.
 4. Thecomputer-readable storage device of claim 1, wherein: the operation ofascertaining the travel itinerary comprises receiving, from the mobiledevice, a list of planned destinations; the list specifies explicitlydestinations within the travel itinerary; the operation of ascertainingthe travel itinerary further comprises computing a solution for thelist; and the operations further comprise sending, to the mobile device,a representation of the solution.
 5. The computer-readable storagedevice of claim 1, wherein the operation of ascertaining the travelitinerary comprises inferring, based on a plurality of previouslocations associated with the mobile device, a destination associatedwith the travel itinerary.
 6. The computer-readable storage device ofclaim 1, wherein the operation of ascertaining the travel itinerarycomprises inferring, based on a road on which the mobile user iscurrently traveling, a destination associated with the travel itinerary.7. A system, comprising: a processor; and a computer-readable storagemedium comprising computer-executable instructions that, when executedby a processor, cause the processor to perform operations comprising:ascertaining a travel itinerary for a mobile user associated with amobile device; determining an expected area through which the mobileuser is to pass when traveling according to the itinerary; determiningwhether the mobile device is traveling locally; searching foradvertisers proximate the expected area; associating a particularadvertiser found in the search with the expected area; and initiatingsending, to the mobile device, advertising data associated with theparticular advertiser; wherein the operation of searching foradvertisers comprises: searching, if the mobile device is determined tobe traveling locally, for advertisers using a circular search pattern;and searching, if the mobile device is determined to not be travelinglocally, for advertisers using a conical search pattern.
 8. The systemof claim 7, wherein the operations further comprise enabling, inresponse to a keyword representation stored within the mobile devicebeing activated while the mobile device is within the expected area, aplurality of advertisers, including the particular advertiser, to bidfor rights to respond to the mobile user.
 9. The system of claim 7,wherein the operations further comprise projecting a time at which themobile user is expected to arrive at the expected area, and wherein theoperation of searching for advertisers includes comparing operatinghours associated with a plurality of advertisers including theparticular advertiser with the time at which the mobile user isprojected to arrive at the expected area.
 10. The system of claim 7,wherein: the operation of ascertaining the travel itinerary comprisesreceiving, from the mobile device, a list of planned destinations; thelist specifies explicitly destinations within the travel itinerary; theoperation of ascertaining the travel itinerary further comprisescomputing a solution for the list; and the operations further comprisesending, to the mobile device, a representation of the solution.
 11. Thesystem of claim 7, wherein the operation of ascertaining the travelitinerary comprises inferring, based on a plurality of previouslocations associated with the mobile device, a destination associatedwith the travel itinerary.
 12. The system of claim 7, wherein theoperation of ascertaining the travel itinerary comprises inferring,based on a road on which the mobile user is currently traveling, adestination associated with the travel itinerary.
 13. A method,comprising: ascertaining, by a system using a processor, a travelitinerary for a mobile user associated with a mobile device;determining, by the system, an expected area through which the mobileuser is to pass when traveling according to the itinerary; determiningwhether the mobile device is traveling locally; searching, by thesystem, for advertisers proximate the expected area; associating, by thesystem, a particular advertiser found in the search with the expectedarea; and initiating, by the system, sending, to the mobile device,advertising data associated with the particular advertiser; whereinsearching for advertisers comprises: searching, if the mobile device isdetermined to be traveling locally, for advertisers using a circularsearch pattern; and searching, if the mobile device is determined to notbe traveling locally, for advertisers using a conical search pattern.14. The method of claim 13, wherein the method further comprisesenabling, in response to a keyword representation stored within themobile device being activated while the mobile device is within theexpected area, a plurality of advertisers, including the particularadvertiser, to bid for rights to respond to the mobile user.
 15. Themethod of claim 13, wherein the method further comprises projecting atime at which the mobile user is expected to arrive at the expectedarea, and searching for advertisers includes comparing operating hoursassociated with a plurality of advertisers including the particularadvertiser with the time at which the mobile user is projected to arriveat the expected area.
 16. The method of claim 13, wherein: ascertainingthe travel itinerary comprises receiving, from the mobile device, a listof planned destinations; the list specifies explicitly destinationswithin the travel itinerary; ascertaining the travel itinerary furthercomprises computing a solution for the list; and the method furthercomprises sending, to the mobile device, a representation of thesolution.
 17. The method of claim 13, wherein ascertaining the travelitinerary comprises inferring, based on a plurality of previouslocations associated with the mobile device, a destination associatedwith the travel itinerary.
 18. The method of claim 13, whereinascertaining the travel itinerary comprises inferring, based on a roadon which the mobile user is currently traveling, a destinationassociated with the travel itinerary.